Well to put this in context, it is not ALL bad for football gamers.
Over here in Europe, one of the hottest games for a long time has been the Pro Evolution Soccer series - currently on iteration 4. Since it's launch of iteration 2, it has been lauded as the best Soccer game available, despite playing second fiddle to the easily playable and FIFA backed EA offering.
Gameplay and AI is so hevily invested in the un-sanctioned game that it is much, much better that the tripe that EA rolls out - despite EA boasting several of the worlds top leagues and players. PES is so incredible that even I like it - and I am no great fan of soccer games.
So if Sega will invest in game development now rather than tying up $$$ in NFL rights it could be a good thing. People will not stop producing football sims just because they can't get NFL rights. We'll just have to be the Niagra Rapids vs Ft Lauderdale Cruisers- that sort of thing.